While PDFs should be used sparingly, Microsoft Word is never an appropriate format for website content.
Adding relevant, high-quality content is one of the best things you can do to keep your website fresh. But what is the best way to present that information? In this article we discuss:
- Why adding a new page or post is better than linking to a document.
- Why we recommend being selective about using PDFs.
- When a PDF is the right format.
- Why a Microsoft Word document is never an appropriate format for website content.
Search engines like it when you add new content
The goal of a search engine is to match a query with websites that contain the best answers to that query. Therefore, relevant and current information raises a site’s value. This means that websites with frequently updated content are more likely to be rewarded with better rankings than sites that are not frequently updated.
Site visitors like fresh content, too
When your website contains lots of fresh content, users can see that you are active and engaged. And since your website is an extension of your business, this is likely to reflect positively on your overall business as well.
Now that we understand why frequently updating a website is a worthwhile endeavor, let’s discuss how to present that information
Why adding a new page or post is better than only linking to a document
People access the web through a variety of devices. Monitor sizes range from huge flat screens to mobile devices smaller than a credit card. Therefore, it is important to present information optimized for all size screens.
When text is part of a web page rather than an attachment, the device determines page layout (responsive design). This makes it easier for the user to read the content.
- PDFs are fixed, not responsive or mobile-friendly. Linking to a document can make it difficult and often frustrating for the user to read on a small device. Users will need to zoom in and out, scroll left and right just to read the text. Complicated layouts make it even more difficult.
- PDFS lack structured data. Without structured data your content will not rank as well in search results as the same information presented in HTML.
- Some PDFs are not accessible. People who are visually impaired may be unable to read your PDF. (This depends on how the PDF was created.)
We get it. Outputting a document to PDF is easy for you, but it doesn’t make things easy for the end user. Ask yourself, “What is the purpose of my putting this information on my site?” Whenever possible, present information as text on the page.
There are times when PDF is the right format
Sometimes adding a new page is the best solution. Other times adding a post to a blog is best. When is a PDF an appropriate format for website content?
- If it is critical that the posted document retain the exact same appearance as the original, a PDF may be the right choice. However, in most cases, it is the content of the document that is important, not the way that it looks.
- It is acceptable to use a PDF if the user needs to be able to print out the information and the print layout of the page or post is ugly or confusing. In most cases, however, the best option will be to present all the information as text on the page, with a link to a PDF as well. Having text on the page makes it easy for the user to read on their desktop computer or mobile device. Then, if they need to, they can print out the PDF.
There are times when PDF is an appropriate format. However, in most cases, it is better to present all the information on the page and offer the PDF as an option. Information should not be available only as a PDF.
Posting Microsoft Word documents is never the right choice
It is acceptable to use a PDF if the user needs to be able to print out the information and the print layout of the page or post is ugly or confusing. In most cases, however, the best option will be to present all the information as text on the page, with a link to a PDF as well. Having text on the page makes it easy for the user to read on their desktop computer or mobile device. Then, if they need to, they can print out the PDF.
Be selective when posting PDF documents
Search engines and site visitors like when site owners regularly add new content to a website. But keep in mind that how that information is presented is important. All formats are not equally accessible. Adding a new page or post is better than only linking to a document. That is why we recommend being selective when using PDFs.
For more information about our website design and development services, visit our web services page. You can also call us at (518) 392-0846 or email [email protected].